Harkim\'s ATL Work Samples
Jan 12, 2015
Above The Line work samples / Shanghai
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Project: Shanghai GM at World EXPO Pavilion/ McCann Worldgroup
For Shanghai General Motor’s pavilion at the 2010 World Expo, a “passport” procedural concept for each visitor’s journey through the different points of the pavilion was proposed.
Collateral visual support was also provided, including logos and backdrop graphics with edutainment contents. The ring around the logo signifies the gasoline-meter of a car in which case, it goes to a bright shining spot at the top showcasing the idea of sustainable mobility from the brand.
Project: Shanghai GM at World EXPO Pavilion/ McCann Worldgroup
Project: Shanghai GM at World EXPO Showtime Giveaway/ McCann Worldgroup
A concept proposal for featured film at Shanghai General Motor’s pavilion auditorium during the World EXPO. Based on client’s brief, the future customers SGM aims for are 9 to 14 year olds who will be visiting the 2010 EXPO.
The idea is inspired by the frenzy of the movie “The Transformers” in China, the vehicles in the movie belongs to the GM brand. A series of mini-transformers are created, each carrying a personality which reflects the future GM vehicle’s unique attribute. Paper-cut-out DIY robots are to be given away to kids at the show.
Project: Shanghai GM at World EXPO Showtime Giveaway/ McCann Worldgroup
Project: PUMA China Launch Campaign / McCann Worldgroup
An integrated campaign with less than 4 months to conceive and execute... PUMA came in late in April of 2008 and ends up the winner among its competitors.
The creative idea is seeing the 2008 Games in Beijing as the stage, the athletes apply Peking Opera masks on their faces as to expressing their personalities and attitudes as they perform. The masks act as the common element to connect with local Chinese. The theme is about the anticipation of seeing everyone: performers and audience in Beijing. 北京见。
Project: PUMA China Launch Campaign / McCann Worldgroup
Project: Russian Standard Vodka Campaign / McCann Worldgroup
A campaign that featured Chinese legendary rock singer Cui Jian. By comparing the singer’s legendary story and status to the attributes of RSV, the brand hopes to find a connection with the Chinese drinkers. (Campaign was suspended due to the global economic crisis in 2009.)
Project: Russian Standard Vodka Campaign / McCann Worldgroup
Project: Holiday Inn Express / McCann Worldgroup
Holiday Inn’s brand takes on a different trail in China/Asia from its American mother brand. The brand has a bit more upscale reputation here thus when the brand plans on launching Holiday Inn Express models in the China market, they want to leverage the high standard attribute from its mother brand onto their new lower-priced, self-serving yet fully efficient franchises.
The tagline: NO MORE, NO LESS. conveys the brand message clearly about their new product. Photographic images takes on a friendly, “light” yet creative direction showcasing the featured offerings from the hotels.
Project: Holiday Inn Express / McCann Worldgroup
Project: China Mobile12580 Campaign / McCann Worldgroup
A new service provided by China Mobile to their customers: by dialing “12580”; one will receive informations on all kinds of lifestyle retail shops and service providers.
The creative concept is to visually imprint the dialing sequence on any number pads. Making a habitual change when the user encounter any interface with numbers.
Project: China Mobile12580 Campaign / McCann Worldgroup
Project: Mercedes Benz Niche Models / McCann Worldgroup
A proposal for Mercedes Benz China’s new line of luxurious sports coupes and sedans for what the client refers as the niche market. This campaign calls for a creative direction that takes on a more creative and unconventional approach from their original mother brand.
The creative concepts appeal not only to affluent male but also female target audience. In the TVC, sensuality and self-expressive elements play significant roles which reflect the rich and glamorous lifestyle. A series of merchandize would be included as limited editions with each model sold.
Project: Mercedes Benz Niche Models / McCann Worldgroup
Project: Mercedes Benz Niche Models / McCann Worldgroup
Project: LEE Jeans China Campaign / McCann Worldgroup
A proposal for LEE Jeans China’s revamp campaign. Client’s brief focus on localizing the brand’s global “Make History” campaign.
This creative concept aims to captivate young Chinese with their own unique history in their fast changing social landscape in their urban neighborhoods. With a generation which craves for self-expressions, a few urban slang words were staged to be claim as the brand’s own. Having the same voice with the urban youth as well as giving them something to claim as social currency is the vehicle to communicate the localized brand message:MAKE YOUR OWN HISTORY.
Project: LEE Jeans China Campaign / McCann Worldgroup
Project: LEE Jeans China Campaign / McCann Worldgroup
Project: SUZIE’S Sandwich Shop
A small sandwich shop set in hipster-hood Munich, Germany. The shop specializes in Vietnamese sandwiches and other delicious soups and salads.
With a back story of owner’s Vietnamese heritage, client wants to communicate a homey feel yet urban and current.
Project: SUZIE’S Sandwich Shop
Project: High School Musical / Disney / yUco.LAB
Film opening credits concepts for Disney’s Chinese version of “High School Musical”. 2 concepts are conceived. One is based on the different stances of the characters in the film and the other is based on the environment of an amusement part... which connects with the scene of the first shot of the film.
Project: High School Musicalconcept 1 / Disney / yUco.LAB
Project: High School Musical concept 2 / Disney / yUco.LAB
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